Andrew Goodwins theory.

There are three ways in videos that are used to promote a song : Illustrate, Amplify, Disjuncture.
Music videos set certain images to illustrate the meaning of their songs lyrics and the genre. Andrew Goodwin feels that traditional narrative analyses (using ideas such as Todorov) don’t really apply to pop videos. There are a number of reasons for this but it isn’t because pop videos are trying to be avant garde, it is just that they approach narrative from a different angle to novels and films. Pop videos are built around songs, and often songs do not pose traditional narrative structures (normality, problem, resolution.) The pop video uses the singer both as narrator and as a character. The singer often looks directly at the camera, this is an extension of performance and trying to involve the viewer at home with the performance.

Pop videos rely on repetition. Often the video repeats images in the way the song repeats choruses and lines. Also the repetition in songs of parts or rhythms of other songs, intertextuality, meaning that we become familiar with the genre and have certain expectation. The music video would be played on TV, the song would be played on the radio and there might be an advertising film or TV tie-in making the song very familiar through repetition. Pop songs and therefore videos have a form of closure and ending. The three minute single that a video is based on must end and this is often reflected in the structure of the music, it builds to a climax or to a constant repetition before fading away.

Music videos are often constructed by the link between the visuals and the song plus the artist. Relationships are built between these in the video, and the close-ups of the artists gives them the representation and publicity they require. Voyeurism is used to increase the video’s attractiveness, particularly to males, whilst intertextuality is often employed in humorous videos. Many of these features are present in all music videos, depending on the genre of the song and the aim of the record company/artist.

Technical aspects hold the music together. Camerawork, movement, angle, mise en scene, editing, sound and special effects. Speed, camera movement, editing, cutting and post production are all forms of ‘use of camera’. Lighting and colour ‘help set the mood’ and adds emphasis on key & dramatic moments adds extra effect. Mise en scene, the setting is vital as it needs to look realistic in order to look professional therefore appealing to a wider target audience. The cuts and beats go with the rhythm in order to make the video more entertaining. People like music that sounds good and not like it has just been thrown altogether.

Illistration- where the video clearly tells the story of the lyrics, e.g. Ed Sheeran 'The A team'

Amplification-mthe video introduces new meanings that do not contradict with the lyrics but add new layers of meaning e.g.  Katy Perry 'Firework'


Disjuncture- where there is little connection between the lyrics and video or where the video contradicts the lyrics e.g. Eminem 'Love the way you lie'